Citation

Lew, Sook Ling and Tang, Claireta Weiling (2025) Enhancing Segmentation: A Comparative Study of Clustering Methods. IEEE Access, 13. pp. 47418-47439. ISSN 2169-3536

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Abstract

With the increasing complexity of consumer preferences and behaviors, businesses face challenges to capture the dynamic nature of online consumer behavior, highlighting the need for advanced approaches. This study aims to enhance customer segmentation in e-marketing by analyzing and comparing various machine learning-based clustering methods, with a particular focus on unsupervised clustering techniques for predicting Customer Lifetime Value (CLV). While prior research has utilized unsupervised clustering for customer segmentation, this current study uniquely integrates K-Means++ with other clustering techniques to enhance segmentation accuracy and gain deeper insights into consumer behavior. This study adopts a structured, unsupervised clustering approach, enabling natural customer groupings without predefined labels, which is particularly suitable for customer segmentation in scenarios with limited labeled data. Several clustering techniques are investigated, including K-Means, K-Medoids, Agglomerative Clustering, DBSCAN, Fuzzy C-Means, K-Means++, Mini Batch K-Means, Mean Shift, and Gaussian Mixture Models (GMM). K-Means++ demonstrated superior performance in segmentation accuracy, outperforming other techniques under various conditions. Performance is evaluated using key metrics such as the Silhouette Score and Davies-Bouldin Index. Utilizing Kaggle datasets, the analysis follows a comprehensive preprocessing protocol comprising RFM (Recency, Frequency, Monetary) analysis, outlier removal, and data normalization to ensure data integrity and facilitate systematic identification of distinct consumer segments. This research highlights the potential and significance of machine learning in refining customer segmentation processes within e-marketing, ultimately aiding businesses in optimizing their marketing effectiveness and strategic planning. While focusing primarily on a limited selection of clustering methods, the study underscores the necessity for ongoing exploration in the realm of consumer segmentation. By utilizing advanced clustering methods such as K-Means++, businesses can enhance the marketing efforts to succeed in the competitive e-marketing landscape. Unlike previous studies that often relied on traditional techniques, which may not fully capture the complexities of consumer behavior, this study introduces a comprehensive approach that leverages multiple clustering methods to gain deeper insights into consumer behavior. Additionally, considering the study limitations, further research could explore additional clustering techniques, refine predictive modeling approaches and investigate the generalizability of findings to industries beyond e-marketing

Item Type:	Article
Uncontrolled Keywords:	Clustering, CLV Prediction, Customer Segmentation
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Information Science and Technology (FIST)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	28 Mar 2025 03:38
Last Modified:	28 Mar 2025 03:38
URII:	http://shdl.mmu.edu.my/id/eprint/13644

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